Max Osborne

Max Osborne, co-founder of This That and an expert in brand lift and influencer marketing, joins Rory Sutherland and Elfried Samba for a deep dive into modern marketing's relationship with creativity and data. They explore the limitations of short-term metrics like ROAS and argue for intuition in brand measurement. Max shares insights on influencer effectiveness across platforms and the importance of community-driven growth. The trio emphasizes the need for brands to embrace uncertainty and long-term thinking for true marketing success.